[PROSAL]
Over 1300 Deals in Under 2 Months
How We Scaled Prosal’s Cold Outreach Campaign to the Point Where They Had to Shut Down Their Ads Team
Background
Prosal is a platform that addresses real problems for business development teams and contractors, offering a streamlined way to manage projects and RFPs.
While they had built a strong internal team and were running cold email campaigns, they struggled to find an effective approach that resonated with their audience. As a result, they relied heavily on expensive paid ads, which wasn’t sustainable for long-term growth.
The Situation
Despite trying cold email for over six months, Prosal’s internal team wasn’t seeing the results they needed.
Their outreach campaigns failed to gain traction, and without a clear winning strategy, they had no choice but to invest in paid ads. However, the high cost of ads was cutting into their profitability, and they needed a better, cost-effective solution to drive pipeline growth.
The Solution
Strategy
It all starts with a GTM strategy.
When we stepped in to revamp Prosal’s cold email campaign, we spent two weeks running experiments, testing different lead sources like Apollo, Clutch, and Crunchbase, and exploring various messaging angles.
Throughout this process, we also applied key buyer psychology principles to drive stronger engagement and conversions.
By refining our approach and zeroing in on the right messaging and target audience, we quickly uncovered a winning angle that resonated deeply with prospects. Once we identified this, we doubled down on the approach, effectively scaling our outreach efforts.
Infrastructure
Since we’re sending about 8,000 - 15,000 emails a week (3,000 a day), we need to ensure the right infrastructure is in place.
Given the current state of deliverability, we diversified our setup with multiple services:
Mailboxes directly with Google and Outlook
Dedicated IP servers
2 SMTPs
With over 100 mailboxes, each sending 10 emails a day, two months after launching the first campaign, all mailboxes are still at 100% health.
Targeting
The first two weeks, we ran experiments with different lead sources like Apollo, Clutch, Crunchbase, and others.
Initially, we pulled a lead list from Apollo.io, enriched it with multiple providers (Icepeas, Findymail, etc.), and cleaned it up using MillionVerifier and BounceBan.
The leads from Apollo were… okay, but we knew we could do better.
So, we shifted to scraping leads from Clutch.co, and that’s when things really started to take off.
Having the right data matters.
Copywriting
We knew the client had a great offer, but which copy would resonate better?
A medium-length copy that includes a lead magnet.
A short, two-sentence copy that gets straight to the point.
The best way to find out was to test it.
To our surprise, the short copy without a lead magnet outperformed by a significant margin.
So, we doubled down on that approach, applied a few copywriting psychology principles, and it took off.
Hey Sunny, Nick from Prosal here.
Since you guys assist organizations with Full Stack IT solutions, I was asked to share some RFPs in case you might be a fit.
Do you have enough bandwidth over the next few months?
Notice the CTA? We aren’t asking for a meeting, and we aren’t asking if they’re interested.
We simply ask an open-ended question that leads to a conversation, signaling their interest.
Follow-Up
We hate bumps.
Saying things like, "Just checking in to see if you’ve seen my last message" isn’t going to cut it.
It’s all about timing. They might miss your first email, or they might forget to respond. But how do you make sure you’re not being annoying to those who aren’t actually interested in the first offer?
Introducing two buyer psychology tactics: FOMO (Fear of Missing Out) and urgency.
We want to create a follow-up strategy that conveys two things:
If you’re interested in the initial offer and didn’t respond, now is your chance, or it’s gone forever.
If you’re not interested in the initial offer, here’s another one, and it’s your last chance to take action on it.
Check out the copy:
Jon, forgot to mention that the proposal submission deadlines for the projects are approaching, so let me know if you're interested and I will shoot over more info.
Btw, there are many more on our site, so feel free to poke around and see if a different one might be a better fit.
P.s. I know you’re probably bombarded with emails, so I promise not to bother you anymore.
- Nick
The Results
In under two months, Prosal’s cold email campaign achieved remarkable success:
Over 30,000 emails sent a month.
Over 1,300 deals added to their pipeline.
$520,000 in pipeline revenue generated.
Prospects were eager to schedule calls, with some even begging for meetings, leading Prosal to redirect them to sign up on their website.
Due to the overwhelming success of cold email, Prosal cut down their entire paid ads team, focusing entirely on their new, high-performing outreach strategy.
By shifting their focus from paid ads to optimized cold email campaigns, Prosal found a scalable and cost-efficient way to grow their pipeline, resulting in significant business impact.
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